With 99% of Gen-Zers skipping ads, brands want to know how to "do a TikTok, or whatever the kids call it."
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In the One Creator Lab—a fellowship from One Club, TikTok, and a handful of LA agencies—I'm learning how agency leaders, creators, and brands interact. How to concept with social strategy in mind. Stay ahead of trends. And craft unique content for each social platform. In a way that makes audiences actually want to engage.
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This list of brands will be growing:
Problem: Olipop is struggling to gain market share against established sodas.
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Insight: People are trapped in unhealthy relationships with their toxic go-to sodas.
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Strategy: Get people to "cheat" on their ex-soda by introducing them to a healthier option. We're using Gen-Z's stomping ground—TikTok—because 56% of them are searching for healthier alternatives but don't want to sacrifice taste. For an added boost, we're using the viral “Eyes and Mouth” filter (19.9 uses on TikTok).
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Concept: It's nearly summer and your toxic soon-to-be-ex doesn't seem so sweet anymore. The bubbly feeling has gone flat. What are you getting out of it anymore... empty calories? Ew. It's about time you find a new boo. One with fiber to make you feel good inside. And only 5 grams of sugar—that's a healthier summer fling! So, break up with soda this summer. And pick up an Olipop.
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Agency: David&Goliath
Copywriters: Troup Wood and Beth Crosby
Caption: I'm ready for a long-term relaysh with the hottest soda of the summer! OLIPOP has everything your old, toxic soda doesn't. With 9 grams of fiber, this one’s a keeper!
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Let us know the name of the soda you need to ghost in the comments!
#breakupwithsoda #OLIPOP
Caption: How are YOU dumping soda for your new boo, Olipop?
Best break-up video each week gets the official Olipop Break-Up Kit to make your own rootbeer floats, mocktails, and more!
Use #breakupwithsoda #OLIPOP to enter.
Problem: Teens stop drinking Fanta and move on to drinks that give them extra benefits they “need” rather than want. Think energy drinks, detox drinks, nootropics, etc.
Insight: Fanta is not about extra benefits... It's only focussed on what you want. That philosophy is not limited to drinking a delicious soda simply because it's delicious. It's a way of life. Fanta's bold flavor stands for something: boldly living the life you want—take that, energy drinks!
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Strategy: Get teens to embrace the life they truly want. Boldly step past the mundanity of everyday life. And remind them that Fanta is the drink for those who decide to be bold.
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Concept: On TikTok, we'll ask strangers to make a “bold choice” to win a bold beverage. Our new tagline? "Bold AF." Yes, we're stealing that term from Gen-Z. No, it doesn't mean "as fuck." It's bold "As Fanta!" And it finally gives Fanta a benefit to stand for. And a mission others can join.
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CD: Marisa (Mars) Milisic - Google, Social Creative Lead
Copywriter: Troup Wood
AD: Hayley Villanueva
Caption: Show us YOU being Bold AF using #BoldAF #Fanta, and our top pick each week gets a case of the boldest orange bubbly in your DMs! ("AF" means "as Fanta" of course)
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